Selected, part of the Bestseller Fashion Group, has opened a tech-enabled store in Beijing aiming to elevate its image as an aspirational brand in the Chinese market.
The store features smart mirrors in its fitting rooms, pocket-sized screens providing additional product information, as well as a live social media feed.
The technology is meant to impress the Chinese customer, who is already quite adept with connected experiences. For example the magic mirrors in the fitting rooms are equipped with functionalities that allow shoppers to swipe through outfits to find the perfect match. It further allows them to to share their favorites through Chinese social network WeChat.
A selection of “Debrief” screens are otherwise located throughout the store in digestible pocket-sized formats, which allow consumers to access additional product information, education on material composition, as well as styling inspiration.
A live social media feed is shown on a screen behind the checkouts evoking a sense of constant newness for the store’s customers. There are also reported projections and kinetic signage in place.
The concept, dubbed “Future You”, will roll out across a series of Selected’s stores in the Chinese capital.
Jack & Jones and Vero Moda, two further brands in the Bestseller Fashion Group, also experimented with in-store technology in China last year. In two smart stores, located in Shenzhen and Guangzhou, the brands launched facial recognition kiosks that allowed customers, once registered to the Tencent powered technology, to check out using only their faces – without the need for cash or a credit card.
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Amazon also continued to push forward – launching an interactive pop-up with Calvin Klein on the one hand, while introducing its own 4-star store, which only stocks products based on favorable customer reviews, on the other. It also continued with its automated Amazon Go stores, announcing it will open 3,000 of them by 2021. But it wasn’t the only one – numerous others from Jack & Jones with WeChat and Hema with Alibaba in China, to Albert Heijn in the Netherlands and Lotte in South Korea, all experimenting in this space.
Voice technology’s role in retail also pushed full steam ahead, with numerous new launches built for Amazon Alexa or Google Assistant particularly, including from H&M Home, Uniqlo and ASOS within the fashion space, and from Coty, Kohler and others within beauty.
Artificial intelligence (AI) otherwise continued to make an impact on the design side of the industry. Yoox particularly made a splash when it announced the launch of 8 by Yoox, a new collection that is generated by data. According to Federico Marchetti, CEO of the Yoox Net-a-Porter Group, the line is informed by AI, but still designed by a creative team.
not least, sustainability undoubtedly continued as the single biggest challenge
facing the industry, with a multitude of big announcements and a continuation of
experiments pushing things forward in 2018. From a negative perspective came news of the waste produced (and often burned) by brands such as H&M and Burberry, which resulted in big headlines calling for change. Sometimes it takes such insight to spur brands into further action of course.
Here’s to much more in the way of innovation for 2019! Happy New Year everyone.
How are you thinking about innovation? We’re all about finding you the perfect partners to do so. TheCurrent Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.
British luxury label Mulberry is introducing a connected retail experience at its new London flagship store, as part of a wider strategy focused on customer experience.
The brand is working with payments platform, Adyen, and mobile assisted selling platform, Tulip, to bridge the gap between online and offline shopping. In store, this will include mobile checkouts and an endless aisle feature, where customers can purchase items that are out-of-stock in-store, online. Additionally the store will also feature click-and-collect and two-hour same-day delivery across Central London.
Using Adyen’s platform, Mulberry will also be able to offer overseas shoppers their preferred local payment methods.
“I’m excited to be opening our new global flagship at 100 Regent Street where we have created a rich and vibrant store concept that brings to life all the elements of British landscape and architecture that inspire us,” said Johnny Coca, the brand’s creative director. “The pace and energy of Regent Street captures the spirit of Mulberry and is the perfect setting to unveil this new chapter of our brand.”
In celebration of the launch and London Fashion Week commencing, Coca and Stephanie Phair, chairman of the BFC, will be co-hosting a supper club this Friday (September 14).
On Saturday (September 15), the brand is inviting customers in-store to enjoy cocktails and become a #MulberryMuse for the AW18 campaign through a bespoke interactive studio that creates customized portraits that are played onto the store windows.
The London flagship launch comes following Mulberry’s major push in Asia earlier this month, through a four-day event in Seoul called “Mulberry x Seoul”. The initiative featured a series of events including a runway show at the K Museum of Contemporary Art showcasing the AW 18/19 collection, which was also broadcast live across social media.
For the remaining days the same venue also hosted a gala, while customers could further discover the brand through a pop-up store, a selfie studio and films. The initiative also gave brand fans the chance to win gifts and buy a limited edition handbag, which was only available in Korea for two weeks.
“Korea was the second [biggest] country in terms of revenue so it was important to be part of that expansion and to communicate more about the brand and its heritage to the Korean customer,” said Mulberry’s creative director Johnny Coca about the event.
Luxury labels are increasingly looking to diversify their storytelling strategies, and over the past few years this has included taking the brand on the road to markets it has a solid customer base, or a huge potential in. Last week, Tommy Hilfiger hosted its Tommy Now runway event in Shanghai, China. The event acted as an anchor to a content ecosystem that helps customers – who are often new to the brand – better understand its DNA. This strategy and more was the subject of our latest episode of TheCurrent Innovators podcast, featuring Tommy’s chief brand officer, Avery Baker.
How are you thinking about retail innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.
Nordstrom is opening a new tech-enabled menswear store located in the heart of New York City, as part of its ongoing focus on new retail formats.
The three-floor location at 57th Street and Broadway, aims to combine an old school retail experience with cutting edge technology to provide a unique shopping experience to its customers.
It will be home to Nordstrom’s full-line of menswear, shoes and grooming supplies with a focus on streetwear. Brands that will be present in the store include high-end names like Comme des Garçons and Christian Louboutin, as well Vans and Adidas.
While shoe shines and tailoring are part of the traditional focus of the store (there are 16 tailors on staff, contributing to one of the largest network of tailors in North America, as well as five personal shoppers), there’s also a big interactive element enabled to drive both convenience and experience for shoppers.
Technology in its tailoring section for instance, includes digital screens that display an avatar of the shopper so they can try on an array of custom-made jackets.
Meanwhile, a new fully digital returns system will also be in place to assist on the customer journey. Returned items can be scanned at a digital kiosk and deposited in a bin, limiting the need for human contact throughout the process. The only other Nordstrom store to use this system is in Seattle.
The store also enhances the online shopping process by offering 24-hour collection. This means customers can order items online and collect them from the store – a Nordstrom employee will meet them at the store entrance no matter the time of day.
Nordstrom already operates two of its Nordstrom Rack discount stores in the city, but the investment will serve as a test of the future of department stores as people choose to shop online more frequently.
It also follows the launch of the retailer’s Nordstrom Local concept, a service-orientated store that doesn’t hold any inventory, and instead focuses on appointment-only services including alterations, tailoring and personal styling, as well as online collections and returns.
The store serves as a prelude to the opening of Nordstrom’s womenswear location, expected in 2019.